PFD Food Services appoints Joanna McHarg as Chief Commercial Officer

PFD Food Services is pleased to announce the appointment of Joanna McHarg as Chief Commercial Officer.

Joanna joins PFD with extensive commercial leadership experience across the health, liquor and FMCG sectors, bringing a strong track record of driving sustainable growth, building high-performing teams, and strengthening customer and supplier relationships. Her strategic capability, commercial discipline and collaborative leadership style will play a key role in supporting PFD’s next phase of transformation and growth.

CEO Angus McPherson said: “I’m delighted to welcome Joanna to PFD. Her commercial expertise, leadership approach and passion for building strong customer and supplier partnerships make her an exceptional addition to our Executive Leadership Team.

Joanna will play a critical role in strengthening our commercial capability as we continue to grow, innovate and bring people together through food.”

As Chief Commercial Officer, Joanna will lead PFD’s national commercial strategy and oversee key commercial functions that underpin long-term value creation. This includes accelerating the business’ sales transformation program, elevating customer experiences through PFD’s new eCommerce platform, and partnering closely with the Merchandising team to drive more value for customers and suppliers. Joanna will work closely with her predecessor Callan Novoselac, who will transition to the role of Chief Merchandising Officer. Callan’s deep knowledge of PFD and the wider foodservices industry will support a smooth and effective transition. This follows the retirement of Darren Miller, PFD’s current Group Merchandise Manager, after more than 35 years with the business.

Chief Commercial Officer Joanna McHarg said: “I’m thrilled to be joining PFD at such a pivotal and exciting time for the business. PFD has a proud history, a strong customer focus and an exciting vision for the future.I’m looking forward to working with our teams, customers and suppliers to strengthen our commercial capability, accelerate growth, and continue delivering exceptional value across the foodservice industry. It’s a privilege to step into this role, and I’m excited about what we will achieve together.”